There are various aspects of the TOWS matrix that can be applied to Mc Donald’s. The major marketing aspects that are covered in the TOWS matrix are the strength, weaknesses, opportunities, threats and cross matching of these analyses to develop strategies that can be used to enhance situations that may be derived from advantages or improve situations that may cause disadvantages.

The strengths that are identified are that Mc Donald’s is a fast food franchise company which takes consideration over the nutritional facts and values of the food that they provide for the consumers. Apart from that, another marketing strength that they have is that they have penetrated the fast paced market by providing delivery services. This delivery services can be obtained at any point of the day as it is a 24-hour service. Mc Donald’s also practices Corporate Social Responsibility to aid the Earth and conserve its resources as well as contributing to society.

Weaknesses of Mc Donald’s are that they no doubt a fast food company and that the public are aware that this type of food is unhealthy. The freshness of the products may impose a concern as sometimes, the food that is purchased from Mc Donald’s tastes soggy. In the staff aspect, the Mc Donald’s workers are not paid very high whereby this may affect their performances.

Opportunities that can be derived for Mc Donald’s is that they are a large chain company who adheres to the rules and regulations of the countries that they have penetrated in the local market. In Malaysia, there are consumer rules that food must have a minimal nutritional value to be sold to the public. Similarly in opportunities, the current time and era, consumers want to have their food delivered in a minimal amount of time, in the least possible effort and energy. Mc Donald’s has been well established which makes them the leading fast food chain in